Goop’s new NAD+ Peptide Rich Cream signals a shift in beauty science, but while early research shows promise in aging and cellular health, questions about bioavailability, safety, and tangible benefits remain.
Goop’s beauty arm is once again reshaping how consumers think about anti-aging with the launch of a new topical product built around nicotinamide adenine dinucleotide, better known in wellness circles as NAD+. On Sunday, it will release the Youth-Boost NAD+ Peptide Rich Cream, a $105 moisturizer that extends the brand’s best-selling Youth-Boost franchise — the same line that includes its high-demand peptide serum. The key differentiator is the inclusion of nicotinamide mononucleotide, a precursor to NAD+, blended into a hydrating base that Goop says improves firmness, texture, and fine lines. It will be available through the brand’s existing retail partners, including Ulta, Nordstrom, Credo, Detox Market, Mecca, and Dermstore.
Gwyneth Paltrow, founder and chief executive officer of Goop, doesn’t just stand behind the product in marketing copy; she says she tests it herself. “It’s a really interesting time to be in consumer because you can’t rest on your laurels for very long,” Paltrow said, speaking to how Goop has shifted its beauty strategy in recent years. “There’s always new technology. I feel like it’s sort of breathless, but it’s really fulfilling.” The inclusion of NAD+ science reflects this push — a nod to longevity research that’s moved far beyond the spa-centric promise of rose quartz wands.
But while topical NAD+ is now a beauty talking point, the molecule’s appeal stretches into supplement aisles and wellness clinics as a “longevity booster,” with research, hype, and controversy all swirling around it.
What NAD+ is and why it matters
NAD+ is a coenzyme found in every living cell, crucial for processes like energy metabolism, DNA repair, and cellular health. It’s also central to how the body produces ATP, the energy currency that keeps muscles moving and minds sharp. Levels of this molecule naturally decline with age, and some researchers have linked lower NAD+ levels to traditional hallmarks of aging, including reduced cellular repair and declining metabolic function.
Because of these roles, NAD+ and its precursors have become a focal point of aging research. Preliminary clinical studies suggest that supplementation with compounds such as nicotinamide riboside and nicotinamide mononucleotide can safely raise NAD+ abundance in tissues and cells — a promising sign for potential healthspan benefits. For example, interventions with these precursors have been shown to increase NAD+ and its derivatives across multiple tissues in humans without major safety concerns in study settings.
However, it’s important to note that while NAD+ levels can be increased in the body, there’s no definitive evidence that this translates to reversing aging itself. A 2025 review reported that while early research points to possible improvements in metrics like energy levels and metabolism, larger, longer human trials are still needed to substantiate the claims fully.
The pros of NAD+ (and its precursors)
One of the compelling scientific rationales for interest in NAD+ is its decline with age and the ripple effects that can have across systems. Researchers have demonstrated that in preclinical models, restoring youthful NAD+ levels correlates with improved mitochondrial function, enhanced cellular energy, and increased organ resilience. These effects include better metabolic profiles and reduced oxidative stress in some tissues.
On the consumer front, supplements that boost NAD+ precursors are linked in early studies to increases in energy and cellular metabolites associated with metabolic health — though these are preliminary findings. There is also interest in potential cognitive benefits and slowed signs of aging, though these remain speculative.
Topically — as in Goop’s new cream — the idea is that NAD+ or its precursors can support skin cell repair and resilience, potentially aiding firmness and hydration. While dermatologists note that intact NAD+ molecules are unstable and may not penetrate the skin deeply, precursors like nicotinamide (which the body can convert to NAD+) are more practical and supported by existing skincare science.
The cons and why skepticism matters
Despite its promise, NAD+ is not without controversy. One major challenge is bioavailability. NAD+ itself is a large molecule that doesn’t easily enter cells when taken orally or applied topically. This means that many supplements rely on precursors — like NMN or NR — that the body must convert back into NAD+, a multi-step biochemical process that is still being studied.
Even when supplementation raises NAD+ levels, the link between those increases and tangible health outcomes remains uncertain. Some experts have remarked that although the theory is logical — “cells are aging and NAD+ is falling, so there must be a correlation between the two” — the proof that supplementation changes aging trajectories in humans is not yet convincing.
There are also safety questions, particularly with unregulated practices such as NAD+ IV infusions, which have gained traction in wellness circles despite lacking robust evidence. In places like the U.K., regulators have acted against clinics making unsupported medical claims, noting that NAD+ treatments marketed for detox or addiction therapy are “untested and unproven.”
On a cellular level, research has shown that altering NAD+ pathways at high levels can affect metabolic processes in ways that are not wholly understood and might have unintended consequences, such as interfering with DNA repair mechanisms or methyl metabolism.
Still, for many consumers looking for an edge in skin health or energy, the tide of anecdotal success stories and early trial results keeps interest high — particularly when mainstream names like Goop bring it into the beauty mainstream.
“You have to be pulling 100 levers all the time, trying different ones,” Paltrow said of Goop’s approach to beauty innovation. “Most broadly, beauty is a really crowded market.”
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